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Creating Your Commercial Real Estate Marketing Strategy

Michael Griffin
March 4, 2022 4 mins

When it comes to marketing your commercial real estate business, there is not a “one size fits all” approach. Instead, creating your CRE marketing strategy is unique to you, your brokerage, and your local market—not to mention your target audience. 

Creating the most effective marketing game plan for your CRE business doesn’t have to be complicated. Read on to learn the best tips for creating your CRE marketing strategy. 

Identify your target audience

If you try to appeal to everybody, you’ll appeal to nobody. As a commercial real estate professional, it is important to be clear about the persona of your ideal customer. For example, are you looking for tenants or property owners? Do you specialize in industrial properties or office properties? What cities and state(s) do you serve? When you narrow your focus, you will be able to target your marketing strategy to reach your preferred audience. Take a few minutes to write down a list of what you specialize in and the type of clients you prefer to work with. For example, your focus might be something like “I specialize in working with industrial tenants who are looking to lease space in the Orange County area.”

Once you know your target audience, you can leverage location technology to identify potential new clients. With LandVision™, you can identify property ownership information for individual properties, as well as ownership portfolios.

Create your CRE website

One of the most important aspects of your marketing strategy is having an up-to-date, functional website. Your website gives you a space on the internet that you are fully in control of, which should be used to effectively market your commercial real estate business. You can (and should) include information about you, your background, and what makes you unique compared to your competition. It is also a great idea to include information about your team, a detailed list of your available properties, a highlighted list of your notable recent transactions, as well as short reviews and testimonials from your previous clients. You are in control of the content, so use your website to your advantage! It may be the first form of interaction that a potential client has with you, so use your website to make a great first impression. 

Include a blog on your website

Hosting a blog on your website is a great way to market your commercial real estate business. When blogs first became popular, they were more of an “online diary.” Now, they are an essential part of your business marketing strategy. Each blog post gives you the opportunity to share your knowledge and expertise with your readers. It is a great way to provide valuable information to your current and prospective clients. Plus, it helps to distinguish you as a leader in your market. Writing a blog post on a consistent basis also gives you fresh content to share on your social media accounts, and in your email marketing campaigns. 

Create an email marketing plan

Email marketing is one of the best ways to connect with your warm leads. Whether they are a previous client or a new contact you met at a networking event, using email is a useful way to stay connected. Include a monthly email newsletter in your marketing strategy, and send out useful information to your contact list. Keeping your name at the top of someone’s mind is essential to getting their business when they are in need of your CRE services. 

RCM® LightBox, a platform created specifically for commercial brokers, allows you to easily create, send and track your own branded emails. You can choose from professional templates and customize colors, add links, manage contacts and schedule broadcasts. Learn more about RCM® here.

Utilize social media

Love it or hate it, your prospective clients are using social media, and you should be too. Either your clients are connecting with you on social media, or they are connecting with another commercial real estate broker. The best way to use social media to your advantage is to pick 2-3 platforms that you can post consistently on. The most popular platforms for the CRE industry are LinkedIn, Facebook, Twitter, and Instagram. If you are new to using social media, start with one platform, and then add another once you feel comfortable with using it. Your social media platforms give you the opportunity to connect directly with your followers by commenting on their posts, answering their questions, and even giving them a behind-the-scenes look at your business. 

Create a personal connection

When your potential clients are researching CRE agents, they are not just looking for an expert. They are also looking for someone who they can trust to have their best interest in mind. To help convey that, you should look to build a personal connection with your prospects. Be genuine and show the real you, give your prospects an idea of what it would be like to work with you, be friendly and relatable. People connect with people, not logos or business names, so adding a personal touch to your marketing strategy will go a long way. Most people choose who they work with based on who they feel the most comfortable with. 

Track your marketing efforts

Keep track of your marketing efforts with a commercial real estate CRM, like ClientLook®. This software can help you organize everything in one place, empowering you to boost your productivity, get organized, and win more deals.

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